The pros and cons of crowdfunding a marketplace

Crowdfunding has gained significant traction among entrepreneurs and startups striving to build a marketplace, especially when funds are a constraint. In this article, we delve into the advantages and disadvantages of crowdfunding a marketplace and guide you in deciding if it is the best solution for your marketplace.

What is crowdfunding?

Crowdfunding is a method of fundraising that empowers entrepreneurs and businesses to secure finances for their projects by gaining contributions from a community of people. For founders of marketplace platforms, crowdfunding can serve as an effective method to launch their marketplace platform and realise their concept.

Typically, the crowdfunding process involves setting up a campaign on a crowdfunding platform, defining a funding target, and proposing rewards or perks to contributors as reciprocation for their donations. The campaign can be amplified via various mediums, like social media, emails, and word-of-mouth marketing, to gain maximum reach and drive interest in the marketplace.

What are the benefits of crowdfunding?

Primarily, crowdfunding enables marketplace founders the ability to attract capital without surrendering the ownership of their company. This is of paramount importance for marketplace startups, who can utilise the finances to launch their marketplace platform and enhance their product offering.

Crowdfunding also serves as a tool to validate a marketplace concept, as attaining your funding target indicates market demand for your digital product and affirms people’s willingness to back your vision.

In addition to capital, crowdfunding can significantly amplify your marketplace’s visibility. With a strategic marketing plan, you can reach a vast audience and spark interest in your platform even before its official launch.

The pros of crowdfunding a marketplace

1. Capital acquisition

The fundamental advantage of crowdfunding is that it allows marketplaces to accumulate capital without surrendering company ownership.

2. Enhanced visibility

Crowdfunding also functions as an effective tool for marketplace promotion and interest generation among potential customers and investors.

3. Validation

Crowdfunding initiatives can aid in validating your marketplace concept and gathering valuable insights from potential customers.

4. Community building

Crowdfunding your marketplace provides an opportunity to foster a community of backers. Read ‘Cultivating a marketplace community of brand advocates‘ to learn more about the significance of creating a marketplace community.

5. Alternative to traditional funding

Crowdfunding is a viable alternative to conventional investment methods, like angel investment or venture capital, enabling you to retain equity in your company and exert greater control over the process.

The cons of crowdfunding a marketplace

1. Risk of failure

A significant pitfall of crowdfunding is the risk of failure. If your funding target is not met, you receive no funds, and your campaign may be labeled a failure – which could tarnish your reputation and hamper future fundraising endeavours.

2. Time-intensive

Crowdfunding can be quite demanding time-wise, particularly if you lack adequate support and resources.

3. Lots of competition

Crowdfunding has become a popular choice, and consequently, the competition for funds has intensified. You need to differentiate yourself and stand out among the crowd for your crowdfunding to be successful.

4. Service fees

The majority of crowdfunding platforms charge fees for their services, which could significantly reduce the funds you accumulate. Tip: Ensure these fees are factored into your funding target.

5. Regulation

Crowdfunding activities are subject to regulations in both the United Kingdom and the United States, and there are guidelines you will need to adhere to.

Successful marketplace crowdfunding campaigns

Etsy, an online marketplace for handmade and vintage goods, crowdfunded in 2015, amassing $40 million.

Poshmark, an online fashion buy-sell marketplace, crowdfunded in 2013, raising $25 million.

Canva, a design platform offering various tools and templates, crowdfunded in 2013, securing $3 million.

Airbnb, a home-sharing platform enabling individuals to rent out their space to travellers, crowdfunded in 2009, raising $600,000.

Instacart, a grocery delivery marketplace, crowdfunded in 2012, amassing $8 million.

Leading crowdfunding platforms in the UK

1. Kickstarter

A globally recognised crowdfunding platform primarily catering to creative projects. It allows entrepreneurs, artists, and creators to secure funds from a supportive backer community.

2. Indiegogo

A well-known crowdfunding platform providing entrepreneurs with access to finances and resources to bring their concepts to fruition.

3. Crowdfunder

A UK-centric crowdfunding platform primarily assisting startups and small businesses in raising capital. The platform provides a vast investor network, along with a suite of tools and resources to aid entrepreneurs in launching and expanding their businesses.

4. Seedrs

A leading equity crowdfunding platform in the UK that allows investors to invest in startups and early-stage companies in return for equity.

5. GoFundMe

A crowdfunding platform that offers individuals and organisations a medium to secure funds for various causes, including personal emergencies, medical expenses, and community projects.

Choosing the right crowdfunding platform

Numerous crowdfunding platforms, each offering unique features and benefits, are available. When selecting the best crowdfunding platform for your marketplace, consider the following aspects:

Reach: Consider the platform’s audience size and the potential number of supporters you can reach.

Fees: Evaluate and compare the fee structure of different platforms and incorporate them into your funding target.

Support: Opt for a platform that provides robust support and resources to facilitate your success.

Flexibility: Some platforms enable different types of payments or offer perks to supporters.

Regulations: Ensure that you comprehend the regulations and guidelines of the platform you choose and verify that you can comply with them.

Successful crowdfunding strategies

1. Create a compelling pitch

A robust and well-crafted pitch can stimulate interest and excitement for your project, improving your chances of successful fundraising.

2. Cultivate a community

A supportive community of backers and fans can help build momentum and spread the word about your crowdfunding campaign.

3. Leverage social media

Social media is a great tool for promoting your crowdfunding campaign and reaching a broader audience. Develop a meticulous social media strategy.

4. Offer rewards

Proposing rewards for backers can incentivise people to support your campaign. Consider offering unique and compelling rewards that align with your business objectives.

5. Maintain transparency and responsiveness

Be open about your goals and responsive to questions and feedback from potential backers.


Crowdfunding a marketplace can present both opportunities and challenges. On the one hand, it provides a platform to secure funds and expedite the market entry of new digital products. On the other hand, it can be challenging to meet the expectations of backers in a competitive and saturated market.

However, with strategic planning, thorough preparation, and efficient execution, crowdfunding a marketplace can be a powerful means to procure funding, cultivate a community of backers, and expand your business.

The success of your crowdfunding initiative ultimately depends on your ability to convey your vision and values effectively, propose enticing rewards, and maintain transparency and responsiveness throughout the process.

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